This paper illustrates how a segmentation study was conducted for Celcom, a Malaysian telecoms business, using a creative approach that embedded the findings throughout the organisation. View Summary

This paper illustrates how a segmentation study was conducted for Celcom, a Malaysian telecoms business, using a creative approach that embedded the findings throughout the organisation.

A holistic, multi-method project produced five customer segments differentiated according to attitudes and need states, demographic profile and product usage; these segments were then applied to Celcom's customer database.

Mixed groups of stakeholders across levels, teams and brands then participated in fun, two-day strategy workshops to introduce and familiarise them with the new segmentation system.

The new customer segments quickly became the common tongue of the organisation, with people at all levels of the business understanding their specific needs and nuances.

2

Stereotypes are a real time (and money) saver: The role primary demographics play when analyzing survey results

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John Dick, ARF Experiential Learning, Re:think, March 2015

This paper explains how CivicScience, an online data and polling company, used the data it had already collected from its panel to understand which non-demographic questions best indicated broader attitudes and behaviours. View Summary

This paper explains how CivicScience, an online data and polling company, used the data it had already collected from its panel to understand which non-demographic questions best indicated broader attitudes and behaviours.

Most surveys ask people for demographic information, but its usefulness is limited.

CivicScience wanted to understand which questions beyond primary demographics would help define a survey respondent, contributing to its understanding of who is participating in its surveys and why they answer in certain ways.

It analysed responses to 608 questions already collected from its panel, looking for associations and correlations between different answers.

This revealed several questions that indicate broader attitudes and behaviours better than basic demographics, including the car they drive and how much they adjust their lifestyle for the environment.

3

Quantifying the sales impact of digital, mobile and social advertising using multi-stage marketing mix models

This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example. View Summary

This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.

Focusing on problem solving limits the ability to create inspirational research that will generate disruptive insights.

Big data can generate a lot of noise or "waste", whereas smaller, more meaningful data sets are more likely to lead to strong insights.

As long as research participants are sufficiently engaged, expertise in the product is not necessary to produce powerful insights.

One way to get more diverse data it to bring participants outside of their comfort zone and participants, as well as researchers, can generate insights by encouraging collaboration.

6

Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship. View Summary

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship. We developed a conceptual model that synthesises three theoretical frameworks (evaluative conditioning, relationship marketing and brand equity), aiming to explain corporate co-branding in the context of sport sponsorship. Specifically, the proposed model posits that, in sport sponsorship, close consumer relationships with a sport brand leverage sponsor brand equity elements (brand familiarity, brand personality and brand image) and can lead to positive outcomes (word-of-mouth communications). We tested the proposed model using data collected from fans of two professional soccer teams (N = 280). The results of the study confirmed the proposed relationships and further provided new insights regarding the role of brand equity elements in creating ‘backward’ effects to the sport brand (team). Moreover, the findings suggest that sport sponsorship might be the ideal context for co-branding partnerships between mature/high-equity brands.

7

Digital and social advertising effectiveness for business: Evaluating role and ROI of emerging media and comparing with traditional offline media for developing Asian economies

This paper develops a framework for measuring the effectiveness of digital and social advertising in Asia. View Summary

This paper develops a framework for measuring the effectiveness of digital and social advertising in Asia. Traditional offline media is often preferred by Asian brands, partly due to established measurement metrics. This study compares online and offline media in driving sales conversion and demonstrates the value of emerging media. The framework demonstrated that social media, display and video ads drive brand image and revenue, including in emerging economies where digital devices have a lower penetration. Allowing direct comparison of media allows marketers to optimise the media mix through exploitation of connections in an integrated campaign.

8

Social media analytics: Facebook brand pages

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Preriit Souda, ARF Experiential Learning, Re:Think Conference, 2014

This paper discusses the use of techniques such as network mapping and contextual text mining to understand brand pages on Facebook. View Summary

This paper discusses the use of techniques such as network mapping and contextual text mining to understand brand pages on Facebook.

Case studies show how these techniques can be useful to marketers to understand their fans, filter topics that concern or attract and devise better communication strategies.

They can also be used to understand perception of products and decipher the linkages between them, understand impact of competition on a page, and in some cases be able to generate innovation ideas.

9

Beneath the surface: Uncovering the hidden motivations of mobile users

This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour. View Summary

This paper describes a research project for AOL, the digital entertainment company, exploring the underlying drivers of US consumers' mobile behaviour. The methodology included a qualitative stage to capture a broad range of 'mobile 'moments' and then a two-pronged quantitative stage that surveyed smart phone users and tracked their device usage via metering technology. The 'mobile moments' uncovered by the research were then divided in into seven segments: accomplish, socialise, prepare, me time, discover, shop and express myself. 'Me time' accounts for most (46%) of all mobile usage and is discussed is some detail. Analysis revealed that the same app or website can fulfil different needs in different moments, indicating that consumers are using apps and websites to fulfil non-intuitive needs (e.g. online shopping sites could fulfil both 'shop' and 'me time' moments). Equally, a lot of mobile usage was found to occur in the home, questioning the assumption that mobile use is all about consumption 'on the go'.

Tomasz Jedrkiewicz and Robert Zydel, ESOMAR, CEE Research Forum, Prague, March 2013

This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey. View Summary

This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey.

The reasoning behind launching the project is that marketing communication cannot be based solely on information about the product, brand or service; instead, to attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational.

The paper describes how the events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand.

It also highlights the challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation.

11

The FTC Privacy Report and the White House Consumer Privacy Bill of Rights: Policymaking Trends and What You Need to Know in 2013

This article analyzes the Federal Trade Commission's recent Privacy Report and the White House's proposed Consumer Privacy Bill of Rights in the context of current, related policymaking trends that are likely to impact the mobile industry in 2013, including calls for more industry self-regulation. View Summary

This article analyzes the Federal Trade Commission's recent Privacy Report and the White House's proposed Consumer Privacy Bill of Rights in the context of current, related policymaking trends that are likely to impact the mobile industry in 2013, including calls for more industry self-regulation. The Report's final privacy framework consists of four key elements, including a detailed scope discussion and best practices for privacy by design, simplified consumer choice and transparency. The Commission continues to call upon Congress to enact a series of legislative proposals that address comprehensive, baseline privacy policies; greater transparency for, and control over, the practices of data brokers; and FTC rulemaking to establish "Do Not Track" regulations. The Report also enumerates action items that the Commission plans to pursue in implementing its recommendations, without requesting additional authority from Congress, many couched as offering "encouragement" to industry. At the same time, both the Report and the White House's proposed Consumer Privacy Bill of Rights call for increased industry self-regulation. Notably, while the Commission reiterates that its framework is not intended to serve as a template for law enforcement actions or regulations under the laws it currently enforces, such statements should be viewed with skepticism. This kind of Report inevitably changes the playing field, and recent enforcement actions demonstrate the Commission's intense interest and increasing expectations regarding consumer privacy. Organizations that collect and utilize consumer information, such as mobile marketers, should "tread with caution," collect advice and best practices, and begin planning for and implementing key elements of the framework as soon as practicable.

This paper demonstrates an evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream. View Summary

This paper demonstrates an evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream.

A meta-cognitive approach to self-ethnography that involves training participants to be more self-aware within tasks can result in richer behaviourial data capture and insights that can provide powerful catalysts for the design process.

In doing so, self-aware documentation can be as powerful a research approach as in-situ observation.

How this methodology is currently being incorporated into the concept development research process of Nokia, the mobile handset maker, is illustrated, and demonstrates how it can produce agile, efficient data capture and analysis for user experience development.

13

Understanding the rural consumer's behaviour in the context of his ecosystem: a telecommunication perspective

Rural markets have always been a challenge for market researchers. Conventional tools applicable in urban areas are not directly adaptable in the rural setting. View Summary

Rural markets have always been a challenge for market researchers. Conventional tools applicable in urban areas are not directly adaptable in the rural setting. With the emergence of rural markets in terms of brand awareness, and the shift from nominal decision-making process to a more extensive decision-making process, more innovative research tools are required to capture data about rural consumers in a more effective way. Participatory Rural Appraisal (PRA) is one tool that does precisely that. The tool itself, however, has evolved over time and has recently caught the attention of rural market researchers for commercial projects. The tool has so far been limited to application by NGOs for the implementation of either government projects or donor NGO-funded initiatives. This paper strives to highlight the evolution of PRA as well as its interpretation by MART (India’s leading rural market research firm) in terms of one commercial project undertaken for a telecom player.

14

How research assisted the rollout of a mobile agriculture information service: the day Peepli went [live]

Knowledge is power. It can help you transform the way you live and the way you do business, and can help you to reap benefits that you never thought possible. View Summary

Knowledge is power. It can help you transform the way you live and the way you do business, and can help you to reap benefits that you never thought possible. A small bit of information can enable you to take informed decisions in a proactive manner and save yourself the agony of various losses: time, money and so on. The client discussed herein is the world’s leading provider of intelligent information for businesses and professionals. It wanted to empower the mass of the Indian population – the agricultural community – with basic information on weather, commodity prices and crop advice. The question was ‘How feasible is this?’ To answer this, the client partnered with IMRB International nearly five years ago. The research project was long drawn out and completed in varied stages, starting with checking the acceptance of a paper concept through a house-to-house survey of farmers, converting the same to a tangible offering upon acceptance and testing the same through central location testing, where all farmers were collectively given a demonstration of the product, their reactions recorded and, finally, a working model developed to be tested in real time by a select set of farmers to bring the finishing touches to the product. The client still touches base with subscribers through IMRB International, to garner post-usage feedback, satisfaction with services being provided and to discover any other thing that could be done better. From providing the service in one state, the client has progressed to successfully providing the service to 13 states in India. The service has enjoyed unprecedented success and is estimated to have been taken up by more than two million farmers through its usage and sharing in more than 15,000 villages. The decision-enabling nature of the information has had a direct impact on the livelihood of the farmers, enabling them to lead a better life through increased incomes and reduced losses. Individual farmers claim to have reaped significant return on their investment, achieving up to INR200,000 (US$4000) of additional profits, and savings of nearly INR400,000 (US$8000) by using this service, which costs roughly INR250 (US$5) for three months.

15

Online Anthropology: A new approach to advocacy measurement

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Colin Utley, ESOMAR, Congress, Atlanta, September 2012

A discussion of online anthropology as a way of gaining fresh understanding of customer behavior. The case study used to illustrate this point is for Sprint, a US mobile provider. View Summary

A discussion of online anthropology as a way of gaining fresh understanding of customer behavior. The case study used to illustrate this point is for Sprint, a US mobile provider. This online anthropology project involved social listening, data harvesting and customer segmentation, and led to changes in Sprint's product development, HR policy, in-store environment and customer service, as well as its marketing communications. Since the effort launched, Sprint has seen major growth in brand advocacy.

16

Communities in 2017: A prediction of where research communities will be in five years

A paper focussing on the evolution of online communities (MROCs). The authors argue that by 2011 communities had become a mainstream research technique; and that by 2017 the landscape will be very different with communities filling a different role and having a different appearance. View Summary

A paper focussing on the evolution of online communities (MROCs). The authors argue that by 2011 communities had become a mainstream research technique; and that by 2017 the landscape will be very different with communities filling a different role and having a different appearance. Change will be driven by price pressures from clients, non-researchers on the client-side needing to be able to run projects and the need to integrate communities with Big Data. The paper concludes with a case study showing how Vision Critical helped set up and manage MROCs with Phones4u, a UK mobile provider.

This article is a first and limited scope attempt at examining the market forces that are enabling the development of a mobile marketing ecosystem in a developing market such as Pakistan. View Summary

This article is a first and limited scope attempt at examining the market forces that are enabling the development of a mobile marketing ecosystem in a developing market such as Pakistan. In particular, it aims to present a view of how operator--‐led rather than brand--‐driven mobile marketing can provide the impetus in a country where on the one hand permission--‐based mobile marketing is still a nascent and misunderstood concept, yet on the other hand mobile penetration and SMS (text) usage is one of the highest in the region. By analyzing the global growth of the mobile marketing value chain, this article discusses how the constituents for the requisite ecosystem are still highly under developed in Pakistan. Using the back drop of data from permission--‐based mobile marketing pilot projects by a leading operator (carrier) in Pakistan as a limited starting point, the first tangible findings of operator--‐led mobile marketing are presented which indicate that overall the most favoured mechanisms for delivery of branded mobile messaging in Pakistan seem to be bulk SMS and ringback tone services (RBTs). Based on these findings, the author proposes a way forward for the successful building of a mobile marketing ecosystem.

18

A Comparative Study of the Telecommunication Industries of India and South Korea and the Mobile Handset Market War of South Korea

Nokia brand cell phones are rare in South Korea, just as they are in India. Although Nokia has decided to close its operations in South Korea, the costlier and sophisticated latest version of Apple’s iPhone 4 seems to be favoured by many South Korean consumers. View Summary

Nokia brand cell phones are rare in South Korea, just as they are in India. Although Nokia has decided to close its operations in South Korea, the costlier and sophisticated latest version of Apple’s iPhone 4 seems to be favoured by many South Korean consumers. Apple, however, is still a luxurious upper class device in India. What happened to Nokia in South Korea and how did Apple get so popular and affordable, beating its local rivals LG and Samsung, both South Korean brands that are world leaders? This paper attempts to understand and answer these questions through an analysis of the telecommunication industry and mobile phone market of South Korea. The secondary objectives are to study the current competitive rivalry of the industries in South Korea. Comparisons with India are also presented.

19

Optimizing Market Segmentation for a Global Mobile Phone Provider for both Targeting and Insight

This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of MTS, a leading global mobile phone provider. View Summary

This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of MTS, a leading global mobile phone provider. MTS wanted the segmentation to maintain a common framework across all countries, while capturing any real differences between them. A critical requirement was “targetability”—the ability to accurately attribute a segment to each one of MTS’s subscribers. This entailed that the segments be well differentiated on “hard” behavioral metrics from MTS’s billing databases. However, it was also critical that such differentiation was not achieved at the expense of richness on “softer” aspects of marketing—segments also needed to have distinct needs, attitudes and motivations, so that they could be used as a platform for messaging, product development, and advertising. Meeting these competing requirements led to a solution that combined survey data on more than 10,000 respondents and billing data on more than 80 million customers using an innovative analytic technique.

20

Value, Interest and Power: A Three Dimensional Model for Mobile Marketing Stakeholder Analysis

This paper provides an in-depth analysis of mobile marketing stakeholders through a study of mobile marketing operation, value and service models. View Summary

This paper provides an in-depth analysis of mobile marketing stakeholders through a study of mobile marketing operation, value and service models. In this paper there are five stakeholder groups being identified according to their roles and responsibilities; 11 stakeholders are categorized by the level of impacts to the mobile marketing process with three variables: value gained, interest of the process or outcome, and power to manage or influence. Finally, a three-dimensional model of the mobile marketing stakeholder is constructed, and mobile marketing service providers are known as dominant stakeholders, who have strong impacts on mobile marketing in terms of value, interest and power.

21

Competitive Strategies in Korea Mobile Television Markets: A Comparative Analysis of Mobile Operators and Television Broadcasters

This paper examines the competitive strategies in the South Korean mobile television market between two leading contenders, TV broadcasters and mobile phone service providers. View Summary

This paper examines the competitive strategies in the South Korean mobile television market between two leading contenders, TV broadcasters and mobile phone service providers. Specifically, the differences in adopted strategies between the two sets of competitors and factors affecting these strategic behaviors are scrutinized. The nature of rivalry between the two historically separated competitors offers insight on how firms with inherently different resources, industry conditions, and business models might compete in the era of convergence.

22

Supporting emergent behaviours in mobile design: How open and agile research methodologies can help complex organizations respond to change and stay relevant

This paper describes an integrated research project for Nokia, which wanted to regain thought leadership at the high end of the North American smartphone market. View Summary

This paper describes an integrated research project for Nokia, which wanted to regain thought leadership at the high end of the North American smartphone market. Specifically, the research company Face was briefed to help Nokia define what "relevance" means for smartphone users and create a number of consumer-driven cross-platform product propositions. The five-stage research program integrated new and online methods such as co-creation and crowdsourcing with traditional approaches. The project generated 13 propositions of which two have been put into development.

The work carried out by Face and Nokia within the Relevance Programme is described in this presentation. View Summary

The work carried out by Face and Nokia within the Relevance Programme is described in this presentation. The presenters show how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches like co-creation, crowd-sourcing, social media analysis and online research communities.

Increasing competitiveness, as experienced in the international economy, forced business organizations to place a larger emphasis on building valuable customer relationships. View Summary

Increasing competitiveness, as experienced in the international economy, forced business organizations to place a larger emphasis on building valuable customer relationships.

As a result, relationship marketing has emerged to address the twin concerns: obtaining and maintaining customers, thus ensuring customer loyalty.

This paper empirically examines the impact of relationship marketing antecedents on the quality of firm-customer relationships and customer loyalty in the Ethiopian mobile telecommunications market.

A sample of 350 respondents was drawn using a systematic random sampling technique.

Correlation and regression analyses were carried out to compute the association and level of influence of the key constructs of relationship marketing on the dependents (firm-customer relationship quality and customer loyalty).

Additionally, conflict handling was reported to be a common (significant) contributor to firm-customer relationship quality and customer loyalty.